{"id":4191,"date":"2014-07-29T15:41:21","date_gmt":"2014-07-29T21:41:21","guid":{"rendered":"https:\/\/memberpress.com\/?p=4191"},"modified":"2020-09-18T14:18:58","modified_gmt":"2020-09-18T20:18:58","slug":"stop-confusing-your-customers","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/stop-confusing-your-customers\/","title":{"rendered":"Cessez d'embrouiller vos clients"},"content":{"rendered":"<p>J'ai r\u00e9cemment assist\u00e9 \u00e0 une <a href=\"https:\/\/central.wordcamp.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">WordCamp<\/a> dans le comt\u00e9 d'Orange (qui \u00e9tait g\u00e9nial d'ailleurs) et j'ai eu l'exp\u00e9rience la plus frustrante avec une voiture de location.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-69e8a54141b3e\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e8a54141b3e\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/fr\/blog\/stop-confusing-your-customers\/#Figure_out_what_you_want_people_to_accomplish_by_visiting_your_site\" >D\u00e9terminez ce que vous voulez que les gens fassent en visitant votre site.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/stop-confusing-your-customers\/#Dont_overwhelm_your_visitors_with_options\" >Ne submergez pas vos visiteurs d'options<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/stop-confusing-your-customers\/#Simplify_your_product_offering\" >Simplifiez votre offre de produits<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Lorsque je voyage dans un nouveau v\u00e9hicule, la premi\u00e8re chose que je fais est de connecter mon iPhone au syst\u00e8me audio et au syst\u00e8me Bluetooth. Je suis toujours surpris de voir \u00e0 quel point c'est facile dans certaines voitures et \u00e0 quel point c'est vraiment facile. <em>douloureux<\/em> Il en est de m\u00eame pour d'autres.<\/p>\n<p>Dans cette voiture en particulier, j'ai d\u00fb vraiment chercher le c\u00e2ble audio et l'appairage de mon t\u00e9l\u00e9phone avec le Bluetooth a \u00e9t\u00e9 inutilement difficile. En outre, des t\u00e2ches aussi simples que le d\u00e9clenchement des essuie-glaces ont \u00e9t\u00e9 beaucoup plus difficiles qu'elles n'auraient d\u00fb l'\u00eatre, car les commandes se trouvaient \u00e0 des endroits totalement inattendus.<\/p>\n<p>Si une autre option avait \u00e9t\u00e9 disponible, je l'aurais probablement saisie sans h\u00e9siter. Cela m'a fait r\u00e9fl\u00e9chir \u00e0 la fa\u00e7on dont <a title=\"3 choses \u00e0 savoir lors du lancement d&#039;un site d&#039;adh\u00e9sion\" href=\"https:\/\/memberpress.com\/fr\/2013\/11\/3-things-i-wish-id-known-when-i-launched-my-first-membership-site\/\">si vous g\u00e9rez un site d'adh\u00e9sion<\/a> (ou tout autre type de site web), vos visiteurs et clients quitteront plus que probablement votre site s'ils sont d\u00e9rout\u00e9s par ce que vous leur pr\u00e9sentez ou essayez de leur vendre.<\/p>\n<p>Il est essentiel que vous rendiez les choses tr\u00e8s claires et faciles pour eux, sinon ils seront presque toujours frustr\u00e9s, abandonneront et iront voir l'un de vos concurrents dont la pr\u00e9sentation et le processus sont simplifi\u00e9s. Il ne faut pas non plus h\u00e9siter \u00e0 <a title=\"Utiliser MemberPress\" href=\"https:\/\/memberpress.com\/fr\/\">utiliser un plugin d'adh\u00e9sion WordPress comme MemberPress<\/a> pour vous aider \u00e0 nettoyer les formulaires d'inscription et d'adh\u00e9sion de vos membres. <a href=\"https:\/\/memberpress.com\/fr\/2013\/10\/membership-self-service-is-the-best-service\/\">exp\u00e9rience en mati\u00e8re de gestion de comptes<\/a>.<\/p>\n<p>J'ai vu de nombreux clients perdre des tonnes de membres et \u00e9chouer dans leurs activit\u00e9s en ligne simplement parce que leurs clients \u00e9taient d\u00e9sorient\u00e9s par leurs maisons num\u00e9riques.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Figure_out_what_you_want_people_to_accomplish_by_visiting_your_site\"><\/span>D\u00e9terminez ce que vous voulez que les gens fassent en visitant votre site.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Souhaitez-vous que vos visiteurs s'inscrivent \u00e0 votre lettre d'information ? fassent un achat ? Commentent-ils ?<\/p>\n<p><strong>Si vous ne savez pas ce que vous voulez que vos utilisateurs fassent, <em>c'est impossible<\/em> pour qu'ils sachent ce que vous attendez d'eux.<\/strong><\/p>\n<p>Quoi qu'il en soit, l'ensemble de l'exp\u00e9rience sera beaucoup plus fluide si vous utilisez votre mise en page pour guider les visiteurs \u00e0 travers les \u00e9tapes d'action souhait\u00e9es vers un objectif final. Vous devez toujours avoir un objectif pour chaque page de votre site et une id\u00e9e g\u00e9n\u00e9rale de la mani\u00e8re dont vos visiteurs se d\u00e9placeront \u00e0 travers ces pages et ces objectifs.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dont_overwhelm_your_visitors_with_options\"><\/span>Ne submergez pas vos visiteurs d'options<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Si votre site est couvert de 93 gros boutons orange, vos visiteurs ne sauront pas quoi faire. En tant qu'\u00eatres humains, prendre des d\u00e9cisions nous demande de l'\u00e9nergie physique. Nous ne disposons que d'une quantit\u00e9 limit\u00e9e de mati\u00e8re grise et de patience pour prendre des d\u00e9cisions au quotidien.<\/p>\n<p>R\u00e9duisez le stress et donnez \u00e0 vos clients potentiels une chose de moins \u00e0 faire en simplifiant vos pages avec un ou deux appels \u00e0 l'action clairs et sp\u00e9cifiques.<\/p>\n<p><strong>J'ai constat\u00e9 que plus l'utilisateur est confront\u00e9 \u00e0 un grand nombre de d\u00e9cisions, plus il est \u00e0 m\u00eame de prendre des d\u00e9cisions. <em>moins d'actions qu'il\/elle est susceptible de prendre.<\/em><\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Simplify_your_product_offering\"><\/span>Simplifiez votre offre de produits<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Je suis toujours \u00e9tonn\u00e9 du nombre de personnes qui souhaitent lancer un site d'adh\u00e9sion et qui m'envoient un e-mail pour me demander si MemberPress peut g\u00e9rer des calendriers de paiement bizarres ou des offres de produits complexes : <em>\u201cCan MemberPress bill someone $5 initially then $10\/month later and then $7 a fortnight after that?\u201d<\/em> Ou bien, <em>\u201cI have 10 different courses that I want to charge at four different levels and put all of these variations on a giant page with 40 unique descriptions and buttons.\u201d<\/em><\/p>\n<p>D'accord, ce sont peut-\u00eatre des exag\u00e9rations. Et en g\u00e9n\u00e9ral, MemberPress peut g\u00e9rer n'importe quelle configuration. Mais l\u00e0 n'est pas la question.<\/p>\n<p>Avant de lancer un site d'adh\u00e9sion ou tout autre produit, vous devez vous demander comment simplifier ses options et ses modalit\u00e9s de paiement. Si la simplification de la facturation n'est pas envisageable (comme dans le cas o\u00f9 vous avez beaucoup de produits), vous devez trouver des moyens de simplifier l'exp\u00e9rience de l'utilisateur afin de lui pr\u00e9senter les options les plus pertinentes.<\/p>\n<p>Si vous voulez vraiment rationaliser votre site et inciter les utilisateurs \u00e0 agir, la clarification et la simplification de votre site peuvent \u00eatre la chose la plus efficace que vous puissiez faire.<\/p>","protected":false},"excerpt":{"rendered":"<p>I recently went to a WordCamp in Orange County (which was awesome by the way) and had the most frustrating experience with a rental car. Whenever I\u2019m travelling in a new vehicle, the first thing I like to do is connect my iPhone to the audio system and Bluetooth system. I\u2019m always surprised at how 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